Digital Advertising: millennials use more mobile and less TV

The arrival of millennials at maturity as consumers is forcing us to rethink all online marketing and advertising strategies.

Those nostalgic for advertising still remember that time when television campaigns were everything. Dzmoscn, today we find ourselves with a generation that is looking less and less at the TV screen and more at dtxlc mobile qfvvsa. How can we approach them? Today, I want to share with you the keys to conquering millennials with your online advertising.

Millennials’ preferred media

To know which media to use to approach millennials, we first have to be very clear about their consumption habits in this regard. Luckily, there are more and more studies focused on this generation, which allow us to delve into their customs.

This is the case of the latest study by Statista, which has published a complete comparison between the media consumption of millennials and that of the rest of the generations. These are the conclusions they have reached:

• The most dramatic difference when it comes to millennials is in television consumption. In the last quarter of 2016, the average American adult watched TV for 34 hours and 32 minutes each week. On the other hand, millennials only spent 19 hours and 18 minutes on average on the “dumb box”, that is, just over half. On the other hand, millennials use TV-connected devices significantly more (7 hours and 16 minutes per week, compared to 4 hours and 18 minutes on average).
• The privileged place of television as the preferred medium has been usurped by the mobile phone, as millennials use their smartphones for 19 hours and 39 minutes a week on average (more than two and a half hours each day). Of course, in this case, the difference with the rest of the generations is not so pronounced, since the average is 17 hours and 49 minutes.
• Since the smartphone is the favorite device of millennials, their computer use is somewhat lower than average (5 hours and 53 minutes per week compared to 6 hours and 54 minutes on average). Something similar also happens with tablets: millennials use them for 3 hours and 5 minutes a week, while the average is 3 hours and 33 minutes.
• Finally, a surprising fact is that millennials still listen to the radio frequently, although somewhat less than their predecessors. Weekly consumption is 10 hours and 40 minutes for millennials and 13 hours and 2 minutes on average.

Millennials and mobile, a love story

The way to reach the hearts of millennials is very clear: mobile, mobile, mobile. According to Nielsen data, 98% of millennials between 18 and 24 years old and 97% of those between 25 and 34 own a smartphone.

Mobile apps are very important to millennials, to the point that 2 out of 3 are willing to pay for them. 20% download a paid app per month on average. Almost half use 21 apps or more per month, and 75% of them consider that their mobile would be “useless” without apps. 63% check app notifications immediately after receiving them. The most used are Facebook, YouTube, Facebook Messenger, Snapchat, and Instagram.

In terms of usage habits, millennials basically use their smartphones at any time of the day; many of them leave them nearby and lit while they sleep. They also combine the use of mobile phones with television consumption. They don’t usually switch channels during ads… because they take advantage of them to use their mobile phones. Therefore, when it comes to millennials and TV, we can describe them as a distracted audience.

For advertisers, the good news is that millennials do not show a great rejection of advertising; in fact, 79% say they understand that brands must inform the public about their products and services. Therefore, mobile is positioned as a great way to reach the millennial audience with our digital advertising.

5 keys to reaching millennials with your online advertising

1. Don’t expect them to be loyal to you. One thing that characterizes millennials’ media consumption is their lack of loyalty. They don’t marry anyone, but simultaneous channels and applications depending on their needs. For example, 70% of them use two or more apps just to send messages.
2. Offer value. Millennials are digital natives; they have grown up with the internet and social networks and have become accustomed to expecting the best from brands. Don’t disappoint them!
3. Take care of your app’s logo. A surprising conclusion from the 2017 U.S. Mobile App Report is that app logos are very important when it comes to captivating the millennial audience and gaining their trust. More than 20% of millennials surveyed said they had deleted an app over the past year because they didn’t like how it looked on their mobile home screen. As for usability, it is worth bearing in mind that the vast majority of them use their mobile phone with only one hand.
4. Innovate and surprise. In a world where social media gives us updates every minute, we’ve become accustomed to a very high rate of news, and no one is as vulnerable to it as millennials. If you want to win them over, don’t stay with business as usual.
5. Show social awareness. The millennial generation and its values have been criticized a lot, but the truth is that social causes matter to them. They want to leave a positive footprint on the world, and 4 out of 10 of them don’t mind paying more for a “green” product. If you want to reach millennials with your digital advertising, show them your most supportive side.